首席营销官职位对企业营销绩效的影响研究

doi:10.15936/j.cnki.1008-3758.2024.03.004

摘要/Abstract

摘要： 随着企业营销管理工作变得愈加复杂，无论是从实践角度还是理论角度，企业都需要了解在团队中设有首席营销官(CMO)职位能否提高企业营销绩效。选取2015—2019年我国A股上市公司批发零售行业为研究样本，基于高阶梯队理论和资源基础理论研究高管团体中设有CMO职位对企业营销绩效的影响及其内在机理和边界条件。通过实证研究发现，CMO职位正向影响企业营销绩效;企业营销能力和媒体关注度在CMO职位与企业营销绩效之间起到部分中介作用;企业所处地区的市场化程度调节了CMO职位对企业营销能力的促进作用。研究结论为企业高管团队建设和营销管理实践提供了参考价值。

关键词: 首席营销官; 企业营销绩效; 企业营销能力; 媒体关注度; 市场化程度

Abstract: With the marketing management in a company becoming more and more complicated， the top management needs to know whether the presence of a chief marketing officer (CMO) position in the team can improve corporate marketing performance either from a practical or theoretical perspective. Based on the gaps of the existing literature and the panel data of the wholesale and retail industry between 2015 and 2019 retrieved from CSMAR， the upper echelons theory and the resources-based theory are used to analyze the effect of the presence of CMO in TMT on corporate marketing performance. The results show that the presence of CMO positively affects corporate marketing performance， and corporate marketing capabilities and media attention play partial mediation roles between the presence of CMO and corporate marketing performance. In addition， the degree of marketization in the region where the company is located positively moderates the relationship between the presence of CMO and the corporate marketing capabilities. The research conclusions may provide valuable suggestions for top management team building and marketing management practices.

Key words: chief marketing officer (CMO); corporate marketing performance; corporate marketing capability; media attention; degree of marketization

中图分类号:

C939
F272

曹忠鹏，严兴全，张颜颜. 首席营销官职位对企业营销绩效的影响研究[J]. 东北大学学报（社会科学版）, 2024, 26(3): 24-33.

CAO Zhongpeng， YAN Xingquan， ZHANG Yanyan. Effect of the Presence of Chief Marketing Officer Positions on Corporate Marketing Performance[J]. Journal of Northeastern University(Social Science), 2024, 26(3): 24-33.

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